Amnesty International: Red Little Tender

Mom was reading me a tale, till daddy came back...
Violence against women is violation of human rights.
Denounce

Advertising Agency: Unitas/RNL, Santiago, Chile
Executive Creative Director / Creative Director: Pancho González
Art Director: Rodrigo Geisse
Copywriter: Pancho González
Photographer: Javiera Eyzaguirre
Account manager: Alexis Sfeir

25 comments

Pedestrian's picture
Pedestrian
486 pencils

???

Guest's picture
Guest

the mother was reading her child a book (in this case little red ridding hood) till the father came back.
the mother is little red ridding hood - the father is the big bad wolf.

Guest's picture
Guest

WHATTTTTTTTTTTT?????????????????????????????????????

Guest's picture
Guest

That's right. Kinda cool. Nice looking. Understandable.

plainview's picture
plainview
12 pencils

This is confusing.

Guest's picture
Guest

I get it. It's a domestic violence ad, though not a great one.

What surprises me most is that Amnesty International is running a campaign about domestic violence though. A worthy cause to be sure, but I did not think it was AI's cause. Is the world running out of political prisoners? I wish that was true.

Guest's picture
Guest

Very nice campaign.

Dev Kumar's picture
Dev Kumar
834 pencils

No mate, you're on overdrive. Let alone those crap-headed hooligans that hurt the female population, even the good folks would think that you're just kidding. Get real mate.

Guest's picture
Guest

i diagree... you can not say what other folks think about it... how much do u know about people!!!

Dev Kumar's picture
Dev Kumar
834 pencils

The bad guys doen't give a damn either way while normal people would have to spoken to in a normal way. Not like this. And yeah, if you're from the industry you ought to know about people.

Guest's picture
Guest

like it n guys who beat theyr women aren't "only" asocial drunken asholes ... Its STILL a problem

Klidesign's picture
Klidesign
209 pencils

Nope! Poor art direction, poor concept. The only thing that this ad deserves points for, is being terribly disturbing, which is what they aimed to do, I think.

Guest's picture
Guest

I never knew domestic abuse was so glamourous.

Guest's picture
Guest

It's not obvious what this ad want to say (see coments above) so it's not good..

See some ads wit sexual context - http://sexinads.tumblr.com

Grace's picture
Grace

I understand it, but the visuals are too clean and glamorous for a domestic violence campaign....
the underlying message is that domestic violence looks good.
Not a fan.

Guest's picture
Guest

This campaign is weird - but to answer an earlier blogger - women's rights and domestic violence is one of AI's four main charter points. The reason why you don't see campaigns like these is because to be awarded an award by a jury, AI = political prisoners or capital punishment.

rolling.stone's picture
rolling.stone
2740 pencils

Had they work on art in right way, this would have been a great campaign

-------------------------------------------------------------------

~ Quite obviously, I have gathered no moss ! ~

Guest's picture
Guest

may the message is right but my brain associate this stuff with something so different

guests, plis, stop being anonymous, we know you are chilean!!!

silvi's picture
silvi
4172 pencils

Falta emotividad, carece de golpe bajo. No emotions here.

Guest's picture
Guest

I think the execution doesn't fit the message. Feels way too stylized and slick. Take away the small scratches and it could be an ad in Vogue. My first thought was "she's attractive." Feels like they're trying too hard to get into Archive instead of getting their message across.

Guest's picture
Guest

Amnesty doing ads for domestic violence?

Do these scam fools think we are idiots?

GIVE ME A BREAK!!!

PS: Please enter this campaign into the One Show, so they can ban all of you for 5 years.

Guest's picture
Guest

ANOTHER SCAM AD FROM UNITAS THE SCAM AGENCY...PLEASE STOP IT, SOMEBODY SHOULD BAN THIS SHITTY AGENCY FOR EVER.
COME ON PANCHO GONZALEZ, YOU ARE TRYING TOO BAD.

Super Muhtar's picture
Super Muhtar
267 pencils

It's good , but it doesn't make me do something. I get the message, but then?

xezadaca's picture
xezadaca
85 pencils

GOOD WORK!!

dimflo's picture
dimflo
20 pencils

The concept is clear - the execution is pretty much OK. In my opinion the artwork should be clear (as it is) and glamorous in order to "break the perfect fairy tale image" and pass the message

It is not a call for actions - rather than an awareness campaign

Change makes the world go around

Post new comment

Thank you for commenting. Please do not spam, be elaborate, respectful and helpful.
Log in or register to post comments